How Should SaaS Marketing Teams Set Their Goals?

What is the first thing to think about when figuring out the metrics for your B2B marketing strategy?

It’s your company's objective, folks.

If your company is a mid-stage startup, chances are you have a blueprint of what they want to achieve.

But for early-stage startups, this isn’t always the case. The CEO or leadership might be clueless about what they're actually trying to accomplish.

So what do you do?

You step in to have a conversation with the leadership team, get clarity on the leadership team goals, and clearly state how your own monthly, quarterly, or yearly goals fit into the overall objective of the organization.

For instance, if your company aims to generate X amount of MRR per month, your marketing metrics should include everything that can result in the realization of the desired monthly MRR.

This can include:

- Top of funnel metrics like your monthly traffic
- Conversion rate of two, three, four, or five percent
- Increase in a resource download
- Increase in your number of followers on social
- Increase in your number of free users

AND many more.

After identifying your metrics, you need to think about how you’ll bring those metrics to fruition.

- Are you going to engage or create more content for social?
- Are you going to get more users on the back of partnerships?
- Are you going to get organic traffic by leveraging SEO?

You have to be thinking about the different things that can influence the overarching business goal that you're looking to accomplish.

And when you have identified the levers that you can influence, the final question is to ask yourself if what you’ve identified is within your circle of competency or your zone of genius. And if the answer is yes, then you are good to hit your goals. If some of the answers are no, then find someone on your team who can help you create an outcome that meets the needs of your organization.

0:00 Figuring out your B2B marketing metrics
0:55 Marketing metrics you can influence
2:04 Identify the levers you can control

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Видео How Should SaaS Marketing Teams Set Their Goals? канала Ross Simmonds